Ads.
It’s the trigger for the modern audience, especially after a long time of ad-free experience on OTT.
Sports fans tuning into SonyLIV for live cricket coverage have expressed growing frustration with the platform’s handling of ad breaks.
Viewers have pointed out that the service often cuts to commercials too abruptly, leading to missed deliveries and even important replay moments. The recurring complaint is that almost every over begins with the first ball not being shown live, a detail that can change the flow of the game for fans who value every delivery.
This has become a particularly sore point given the high expectations from digital sports streaming. Unlike traditional television, OTT platforms are expected to provide a smoother, more immersive viewing experience. Fans have compared SonyLIV’s coverage with JioHotstar’s, noting that the latter manages to balance ad placements more carefully, usually ensuring that the live action is not compromised.
While advertising is a critical revenue stream for streaming services, constant interruptions during key moments risk alienating subscribers, especially paying ones who expect a premium experience. Sports fans in India are vocal and deeply invested in the matches they watch, making seamless coverage even more important.
If SonyLIV wants to strengthen its standing among sports viewers, it may need to rethink its ad strategy, ensuring that commercial breaks don’t come at the cost of missing the game itself